Many manufacturers claim that their products are environmentally superior to those of their competitors. How often do we see ads claiming that a product is “natural,” “chemical free,” made from renewable or recycled materials, have a smaller “carbon footprint,” etc.? But are these claims accurate and based on objective data, or are they deceptive and misleading?
To help answer these questions, several government agencies and others have developed rules and guidelines to help advertisers and consumers decide what are legitimate environmental claims and which are deceptive. For example, the U.S. Federal Trade Commission, state governments and government agencies in other countries have established rules to regulate the truth and accuracy of green claims.
In addition, several websites now provide criteria that business and consumers can use to evaluate environmental marketing claims. One of these – called the Greenwashing Index, developed by EnviroMedia Social Marketing and the University of Oregon – seeks to help consumers evaluate green claims, hold businesses accountable to their claims and stimulate business practices that have a true positive impact on the environment. The Website encourages users to submit and evaluate ads according to specific criteria that include whether the ad misleads with words, visuals or graphics; whether the ad makes vague or seemingly unprovable green claims, and whether it overstates the product's green properties. These criteria might help ISPA members evaluate their own marketing claims in light of criteria that skeptical consumer watchdogs and competitors might apply.
Last Updated on: 01/28/2009
|
